About Fíor Jewellery
Founded in 2022, Fíor Jewellery is a Shopify jewellery brand case study in how authentic storytelling and data-driven growth can work together. Created to share Ireland’s spirit with the world, founder Seán set out to design timeless pieces that keep home close, wherever life takes you. Inspired by Irish culture and language, each piece reflects the heritage and connections that shape who we are.
Today, Fíor Jewellery not only tells a story of belonging and pride through its products but also demonstrates how contribution margin tracking and smart scaling powered remarkable Shopify growth.
“StoreHero has given me a whole new level of clarity in the business. It’s helped me become more profit-focused, more analytical, and really dial in on the key metrics that matter when scaling. Having that peace of mind has been a game-changer.”
– Sean Leddin, Founder at Fior Jewellery
Challenges Scaling a Shopify Brand Profitably
Like many Shopify founders, Seán was balancing product development, website building, and the endless demands of a fast-growing DTC brand. Momentum was building, but the challenge was turning that energy into confident, profit-first ecommerce growth.
Without a clear Shopify dashboard for CAC, MER, and contribution margin tracking, Seán was spending heavily on ads but lacked visibility into which channels and campaigns were truly profitable.
“Before StoreHero, we were investing heavily in ads across so many platforms, and it was overwhelming to keep track. The problem with ROAS was a big part of this — without the right dashboard, it was impossible to see which ads were actually driving profit. Bringing everything into one place and being able to see a clear overview of ad performance has been instrumental. It saves me huge amounts of time and makes it so much easier to share results with my team in real time.”
How StoreHero Helped Fíor Stay Profit-First
StoreHero transformed the way Seán understood his numbers, giving him clarity on ROI, contribution margin, and CAC payback periods. Instead of second-guessing, he could see exactly where profit was leaking and where new opportunities lay.
With StoreHero, Seán could:
- Track CAC and contribution margin.
- Compare MER across platforms without relying on ad manager figures.
- Pinpoint top-performing creatives.
- Build a profit-first forecast for scaling with confidence.
“StoreHero has been absolutely instrumental in making sure we’re not flying blind with our ad spend. It’s given me the confidence to scale, knowing exactly where to push budgets and how to maximize performance with real data behind every decision.”
4 Key Use Cases
1. Unified Dashboard for Smarter Decisions
With StoreHero’s unified dashboard, Sean finally had an unfiltered view of the truth. Instead of second-guessing Meta or Google’s figures, he could clearly track MER, CAC, and contribution margin. This clarity quickly highlighted opportunities to scale harder, and with confidence.
2. Retention Cohort Analysis for Repeat Customers
Understanding which products drove the highest repeat purchases was key to guiding budgets. With StoreHero’s retention overview paired with cohort analysis, Sean could pinpoint CAC payback windows and ensure ad spend was scaled responsibly at all times. For him, being first-order profitable was non-negotiable.
3. Creative Performance at a Glance
StoreHero’s creative overview gave Sean a one-stop shop to instantly see which creatives were performing, without needing to dive into Meta’s reporting every day. With creative production already strong, this daily visibility made it easy to track top-performing ads, spot creative fatigue, and identify emerging trends and opportunities.
"My favorite part about StoreHero is definitely the creative overview and being able to see performance metrics so clearly. It gives me a full picture of what’s working and what’s not, which is invaluable for making smart, confident decisions."
4. Forecasting Ecommerce Growth with Confidence
At the start of 2025, Sean had ambitious growth plans. StoreHero’s forecasting tools helped him build a profit-first roadmap, showing exactly how much to spend on new customers, the ad budget required each month, and even Klaviyo revenue targets. Despite nearly 1000% growth this year, Sean’s StoreHero forecast has stayed within 10% accuracy, almost 10 months in.
Results: Scaling Marketing Spend by +600% While Boosting Contribution Margin +1000%
With StoreHero’s profit-first approach, Fíor Jewellery scaled ad spend by +600% while boosting contribution margin by more than +1000%.
This meant every new customer became more profitable over time, giving Seán the confidence to invest in growth without losing sight of margins.
Key Takeaways for Shopify Founders
- Don’t rely solely on ROAS focus on contribution margin and CAC payback.
- Use a unified dashboard to cut through platform bias and save time.
- Build profit-first forecasts to scale with confidence.
- Track creative performance daily to prevent wasted ad spend.
StoreHero helps Shopify brands like Fíor Jewellery scale profitably by bringing together the key ecommerce metrics that matter most for growth
